Is the National Health Insurance Exchange conceived as a regulatory entity or do lawmakers think of it as an entity that actually provides services for Americans to directly purchase health insurance, obtain customer support, collection of premiums, plan fulfillment and so on?
By way of background, a prominent example of a Connector exists in the state of Massachusetts with the Massachusetts Connector Program. Senator Baucus, who chairs the Senate Finance Committee, has strongly implied that he believes the Exchange would be a transacting,entity providing support to Americans. The National Association of Health Under-writers (“NAHU” — the trade organization representing licensed health insurance agents) has indicated that they are not wholly opposed to the creation of an Exchange as a transacting entity (with some important qualifications, read the full testimony of Janet Trautwein, NAHU CEO, to Congress in April 2009.)
We believe that the broad creation of Exchanges will dramatically alter the landscape of how health insurance is sold and serviced. On one hand, Americans will benefit from having a single common online place in their state where they can buy plans. Large employers and advocacy groups may offer their own connector, which may make it particularly useful as well.
If however, as the majority of our customers do, you are accustomed to having a licensed health insurance agent walk you through your choices, then the likelihood that such a person would continue (in a world where Connectors are ubiquitous) to have the incentives to provide you service is low. We do view this with significant concern – we speak to hundreds of Americans consumers each day and believe that the lay consumer does not understand the health insurance terms and needs help in choosing a health insurance plan that is right for them. This need is not going away magically simply because we direct them to a new web-site tomorrow.
Thus, in a world of Connectors, it is critical to answer the question of how we leverage technology to provide expert systems, services, online wizards and other tools for Americans to allow them to navigate to the right plan. We for one, believe this issue is overlooked as a second order issue in the healthcare reform debate and deserves not to be.
Chini Krishnan
Founder and CEO
www.getinsured.com